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Introduction to search engine optimzation
- 1. 1 Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources
- 2. 2 Search Engine Basics Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.
- 3. 3 Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".
- 4. 4 Search Engine Results Pages Paid Placement Results Organic Results
- 5. 5 Why Optimize? Web Search as a navigational tool o On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. o 72% of searchers stop with the top ten search results, and 90% stop with the top 30.
- 6. 6 Key Concepts Target audience o Keyword choices o Directory submission
- 7. 7 Key Concepts Conversion Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views Conversion paths and funnels
- 8. 8 Optimization Get indexed o Register URL with University Webmaster o Submit URL to directories
- 9. 9 Optimization Meta-data <html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors."> <meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions">
- 10. 10 Optimization Meta-data o HTML Page Title Number one optimization factor Included in results display Unique title for each landing page
- 11. 11 Optimization Meta-data HTML Title Utility in Dreamweaver
- 12. 12 Optimization Popularity o Inbound links o Remote anchor links & text o Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.
- 13. 13 How/What to Optimize Popularity Inbound links googlebombing
- 14. 14 Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Domain cloaking: serving different content to search engine robots than to human visitors o Link farms
- 15. 15 Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming
- 16. 16 Content Management Systems Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs Cookies and session IDs
- 17. 17 Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO
- 18. 18 Resources University Webmaster o www.utah.edu/uwebresources o webmaster@utah.edu o 581-6113 www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George
- 19. 19 Search Engine Optimization THANK YOU! Submitted by Prashant Sharma